Primetime Fitness opens its studios where others work: in office districts. This gives busy business people the opportunity to get some exercise and stay in shape during their lunch break or after work. A flexible and easy-to-implement concept was to be developed to attract new customers. But how do you persuade a confirmed couch potato, who sits in an office all day, enjoys fatty food for lunch and just keeps putting on weight, to start exercising? Our campaign has the answer.

The flexible form of the world famous beanbags, which resemble a paunch, and the fact that these seats are a synonym for comfort, inspired us to create real ‘Fatboys’ for Primetime Fitness. We printed covers with a photo of a massive paunch and sewed them together to form beanbags. The fleshy mass changed as soon as different people sat on it, making the object even more exciting and eye-catching.

The promotion garnered a large amount of attention in the local media. In addition, it produced a 20% increase in new enrolments and in many cases, this helped them to markedly trim down their waist size.